For fall 2024, Masha Popova moved forward a decade with the pop elements that fueled her brand from the early '90s to the '20s, a decade that defined her subversive yet sweet aesthetic.
The London-based Ukrainian designer said the collection serves as a tongue-in-cheek take on the “glamorous and luxurious decade” through a series of styles featuring psychedelic patterns on jersey, velvet and denim, reminiscent of exotic animal prints from those pioneered by Roberto Cavalli.
“Look [the works of] 'The Bling Ring' by Lauren Greenfield and Sofia Coppola, as well as our adolescence like 'Skins' and 'My Super Sweet 16' [a reality series about wealthy parents throwing lavish coming-of-age celebrations for their children] Something I never really relate to. “This is all a fantasy to me, so it’s fun to play with,” Popova said.
Playing into that spirit of parody, it also offered modernized, scandalous It-girl staples from that era, like acid-washed low-cut jeans with NSFW cutouts, a miniskirt with a giant buckle, a biker jacket worn over a skirt long devoré of pink silk. that could have been in a Jennifer Lopez music video, as well as incredible boots in matching fabrics, chunky furry heels, and wet-looking UGG boots, which could lead to a more serious collaboration, according to Popova.
